1Nguyen, Hong Tam, 2Nguyen, Mai Linh, 3Le, Minh Khue, 4Nguyen, Huong Quynh
1Hai Ba Trung District, Ha Noi Capital, Viet Nam
2Hai Ba Trung District, Ha Noi, Viet Nam
3Hoan Kiem District, Ha Noi, Viet Nam
4Ha Dong District, Ha Noi, Viet Nam
DOI : https://doi.org/10.47191/ijmra/v8-i03-48Google Scholar Download Pdf
ABSTRACT:
This study explores the impact of reputation (Reput) on Impulsive Purchase Behavior (IPB), with a focus on the mediating role of Parasocial Relationship (PR). Using a survey method, data were collected through questionnaire surveys, yielding 386 valid responses. Structural equation modeling (SEM) with 5,000 bootstrapping iterations was used to test the proposed hypotheses. The findings reveal that Reputation directly and positively influences both Parasocial Relationships and Impulsive Purchase Behavior. Additionally, the Parasocial Relationship acts as a mediator in the relationship between Reputation and Reputation. The research has contributed some theoretical and practical implications for e-commerce businesses.
KEYWORDS:
Purchase behavior; e-commerce; perception
JEL codes: L81; L14; C91
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Volume 08 Issue 03 March 2025
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